Chrysler Imperial:

This article citing input by AutoPacific’s George Peterson appeared on Thursday, August 2, 2007 in The Detroit NewsBig changes loom for new Chrysler
Bill Vlasic and Christine Tierney / The Detroit News

As the auto industry reviews its future under what certainly will be tougher Corporate Average Fuel Economy standards, cycle plans at each company are being scrutinized. What is happening is that some vehicles are being deferred as studies are carried out to determine if their fuel efficiency can be improved. Those that will definitely damage CAFE are being put on the chopping block if acceptable offsets cannot be found. On July 17, 2007 Chrysler Group announced that the Chrysler Imperial is being scrapped.

Thank Heavens The Emperor is Dead
This is one of the few benefits that can be expected from the more stringent CAFE standards. The Imperial, first seen during the 2006 Auto Show season has to be one of the most contrived, unattractive concepts shown in years. It goes into the “what were they thinking” category and we wondered if it was just a cruel joke.
Based on the Chrysler rear wheel drive platform the Imperial would have been assembled at Chrysler’s Brampton Assembly Plant along with the Chrysler 300, Dodge Magnum and Dodge Charger. Chrysler states that the Brampton change-over for the 300/Magnum/Charger would continue moving forward just without the Imperial.With Different Styling, Imperial Could Have Been a Reasonable Line Extention
Our complaint with Imperial is that it is ugly. It is an example of Chrysler styling having run amok following the “merger of equals” with Daimler-Benz. These are the same folks, you know, that have given us the ungainly Jeep Commander. The best styling coming out of Chrysler since the “acquisition” have been the Chrysler 300 and Dodge Magnum. Neither the Charger or the Imperial shared the same spark. We hope that with Tom Gale – Chrysler’s former design boss – joining Cerberus as an advisor, that Chrysler can find its design mojo once again.

Imperial Takes Style Cues from the Past
The Chrysler Group has a history of presenting stunning concepts, particularly at the North American International Auto Show. Some of these reach production, though the 2006 Imperial concept is still just a concept. The Imperial may have a weaker business case than the Dodge Challenger it was introduced next too, but with it Chrysler explores how far up the luxury chain they may be able to reach. Vehicle Voice and AutoPacific correspondents were on hand for the unveiling, complete with star of Desperate_Housewives Eva Longoria flubbing her line. Expected to say she was desperate to have one, she turned out to be not that desperate to have one. No matter, in the end, as the concept won best in show from a 100-person Detroit News readers’ panel.

The Imperial is envisioned as a flagship sedan, and looks to a lengthened version of the Chrysler 300 (LX) platform, though it has an additional seventeen inches between the axles and another six inches in height. This allows for the long, narrow proportions the company was looking for as well as the room to pamper rear-seat passengers. While the Dodge Charger borrowed inspiration from the Charger of old and the Dodge Challenger concept was a modern replica of the 1970 Challenger, Imperial looked to the 1930s and 1950s sedans that also bore the name.
Frankly, the styling of the Imperial has been very controversial no matter what the Detroit News poll says. Pundits have been ripping it apart. One design chief we talked to wondered what has happened to Chrysler’s vaunted styling team? Another senior designer thought it had interesting cues from the side view but that the front and rear designs were abominable. We know Chrysler can do a tasteful, very upscale Imperial. We’ll wait to see the next one.